While NIQ can measure the sales of these celebrity brands, additional factors must be considered when analyzing why a brand performs well. To achieve a Full View of celebrity brand performance, NIQ partnered with three other powerhouse companies to deliver a well-rounded, in-depth analysis – Dash Hudson, CreatorIQ, and Spate. Dash Hudson, a global leader in social marketing software, provided both Instagram and TikTok entertainment scores based on engagement and retention rates. CreatorIQ, a leader in creator marketing software, provided earned media value, a proprietary metric measuring individual marketing campaign performance. And Spate, a leader in search engine trend spotting, provided Google search metrics.